The Conversation Economy

THE CONVERSATION ECONOMY JAMES HURMAN APRIL 2009

60  50  40  CSR SPEND 30  20  10  0  1950s  1960s  1970s  1980s  1990s  2002  2004  2006 

“TRUST IN CORPORATIONS IS NOW AT ITS LOWEST LEVEL SINCE TRACKING BEGAN.” WORLD ECONOMIC FORUM GLOBAL SURVEY 2005 60  50  40  CSR SPEND 30  “I TRUST BUSINESS PEOPLE 20  TO DO THE RIGHT THING MOST OR ALL OF THE TIME” 10  0  1950s  1960s  1970s  1980s  1990s  2002  2004  2006  SOURCE: YANKELOVICH 2006

THE CONVERSATION ECONOMY

PEOPLE ARE SPENDING MORE TIME TALKING THAN LISTENING 2500  2000  HOURS SPENT WITH 1500  BROADCAST MEDIA - TV, RADIO, PRESS ETC 1000  HOURS SPENT WITH DIALOGUE MEDIA - INTERNET, CELLPHONES ETC 500  0  2001  2002  2003  2004  2005  2006  2007  2008  2009  SOURCE: VSS FORECAST 2006

SOME SAY WE’RE HAVING TOO MANY CONVERSATIONS

SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU

THE TRUTH IS DEMOCRATISED…

…AND SEARCH ENGINE OPTIMISED…

…AND GOOGLE IS YOUR HOMEPAGE

“UP UNTIL 2002, 78% OF CONSUMERS SAID ADVERTISING WAS A GOOD WAY TO LEARN ABOUT NEW PRODUCTS. IN THE FOUR YEARS THAT FOLLOWED, THAT FIGURE DROPPED TO 53%.” FORRESTER RESEARCH 2006

PEOPLE BELIEVE THE CONVERSATIONS 24% 50% OF PEOPLE BELIEVE TRUST WHAT THEY HEAR ABOUT COMPANIES TELL THE A COMPANY FROM THEIR TRUTH IN ADVERTISING FRIENDS AND PEERS SOURCE: YANKELOVICH

PEOPLE BELIEVE THE CONVERSATIONS

PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR MARKETING MESSAGES

PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR MARKETING MESSAGES PEOPLES’ PERCEPTIONS OF OUR BRANDS ARE BEING SHAPED MORE AND MORE BY CONVERSATIONS AND LESS AND LESS BY MARKETING MESSAGES

PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR MARKETING MESSAGES PEOPLES’ PERCEPTIONS OF OUR BRANDS ARE BEING SHAPED MORE AND MORE BY CONVERSATIONS AND LESS AND LESS BY MARKETING MESSAGES OH FUCK!

HOW DO WE MAKE SURE OUR BRANDS ARE PART OF THE CONVERSATION?

“PEOPLE DON’T READ ADS. THEY READ THINGS THAT INTEREST THEM. SOMETIMES THAT HAPPENS TO BE AN AD.” HOWARD GOSSAGE 1955

“PEOPLE DON’T TALK ABOUT BRANDS. THEY TALK ABOUT THINGS THAT INTEREST THEM. SOMETIMES THAT HAPPENS TO BE A BRAND.” HOWARD GOSSAGE 2009

SUSAN BOYLE IS INTERESTING

INTERESTING INNOVATION CREATES CONVERSATION

HOW INTERESTING ARE YOU?

INTERESTING MARKETING CREATES CONVERSATION

HOW INTERESTING ARE YOU? “It’s the sort of ad I’d talk about with friends” NZ norm: 23% The Big V: 73% SOURCE: COLMAR BRUNTON 2008

IN THE CONVERSATION ECONOMY IT’S VITAL TO BE INTERESTING

IN THE CONVERSATION ECONOMY IT’S VITAL TO BE INTERESTING HOW DO YOU GO FROM JUST HAVING CONVERSATIONS TO MAKING THEM WORK FOR YOU?

EMBRACE THE CONVERSATION

JOIN THE CONVERSATION

TURN THE CONVERSATION

HARNESS THE CONVERSATION

THE CONVERSATIONAL FUTURE...

THANK YOU

The Conversation Economy

by James Hurman on Apr 30, 2009

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